Promotional Tour – The First Mechanical Bull - José Cuervo

José Cuervo (1990)

Promotional Tour – The First Mechanical Bull 

In 1990, Show Games created its very first mechanical bull for José Cuervo, launching a groundbreaking promotional tour across Italy to promote the iconic tequila brand.

The tour brought high-energy entertainment to some of the most vibrant and iconic locations in Italy, marking the beginning of a new way to engage audiences through interactive brand experiences.

This project represents the origin of Show Games’ mechanical bull legacy, setting the foundation for over three decades of innovation in professional mechanical rodeo attractions used worldwide.